It’s always a good idea for business owners to keep their finger on the pulse of the most effective marketing ideas. Companies who lose track of their advertising strategies often end up struggling to capture leads and convert them into customers. However, when the marketing environment changes at such a rapid pace — like it does today — it can be difficult to stay ahead of the curve. With the new year just around the corner, now could be the ideal time for business owners to re-think their promotional plans and making sure that they’re investing in the best solutions for their future. Here are some top tips for companies to take with them into 2019.
Know Your Audience
The most important thing that any company can do when considering marketing ideas is to think about their audience. The best marketing works because it resonates with a specific group of people. If an organization doesn’t know who they’re trying to sell to with their content and social media strategies, then those campaigns are simply a waste of money. Buyer personas a great way for companies to define their audience in terms of things like interests, general responsibilities, and demographics. Done well, a buyer persona gives business owners the chance to step into the shoes of their target customer.
Stay on Target
When businesses know which audience they’re appealing to, they should have an easier time creating relevant and targeted content for that consumer base. Importantly, for marketing to be effective in the years ahead, it needs to be valuable. No-one responds well to clickbait articles and endless sales pitches. Today’s most successful companies stay ahead because they know how to connect with their audience on a more personal level. Rather than focusing on pushing a product, today’s companies must concentrate on providing plenty of useful information, insights, and entertainment through a diverse range of marketing strategies that explore various multi-media opportunities.
Show Don’t Tell
Over the last few years, visual content and marketing campaigns have grown at an astronomical pace. Studies even show that the human brain is capable of processing images at a speed that’s up to 60 times faster than the rate at which we process words. Video and other forms of visual content like pictures on social media or infographics are a great way to capture audience attention in the years to come. Some brands have even begun to experiment with live video strategies like Instagram Live, Facebook Stories, Snapchat, and more.
Keep Measuring and Moving Forward
Finally, the most important thing that any business can do when they want to excel with their marketing campaigns is keep their eye set firmly on the future. The marketing world is constantly changing, driven by new technologies and consumer trends. Businesses that stay ahead of the curve by watching the trends as they happen and adopting the ones most relevant to their brands are the ones that get the best ROI on their promotional efforts. At the same time, businesses should remember to keep an eye on the results of their campaigns with tracking tools and analytics. This is the best way to make sure that the advertising strategies a company is using are resonating with its target audience.
-Ronn Torossian, 5WPR CEO